Amid growing competition, Tata Motors, India’s largest electric carmaker, plans to double down on its EV portfolio expansion in coming years, and this could entail an investment of over USD 1 billion. Our sister publication Autocar Professional has learned that the company plans to launch its high-end brand, Avinya, in 2026, positioning it above its existing mainstream portfolio. Developed on JLR’s EMA architecture, the company will introduce multiple models under the Avinya brand.
- Tata Avinya brand likely to have 5 models codenamed P1, P2, P3, P4, and P5
- First Avinya model to launch in 2026 with price tag above Rs 35 lakh
- Tata Avinya P4 SUV may make its debut at Auto Expo 2025
Tata Avinya EVs launch timeline and details
According to sources familiar with the matter, Tata Motors is currently discussing five products, internally referred to as P1, P2, P3, P4, and P5.
The P1 will be the first Avinya model. Based on the Avinya concept showcased in April 2022, this EV is in the final stages of development and will be in showrooms by 2026; the company expects a volume potential of about 2.4 lakh units per annum. Sources suggest that the P1 is likely to be priced above Rs 35 lakh, making it the most expensive Tata Motors vehicle, at least until more premium models come on to the scene.
The Avinya concept showcased in 2022 previews the P1 model coming in 2026.
Speaking of more models, the P2 and P3 have yet to clear the business case. What we know so far about them is that the former is envisioned as a 4.4-metre SUV, similar to the Kia EV3. Meanwhile, the P3 is planned as a 4.9-metre utility vehicle, similar to the Volvo EM90 MPV.
Compared to P2 and P3, more progress has been made on the P4 and P5 models. The P4 is a lifestyle SUV similar in size to the Range Rover Sport or Velar, and the P5 resembles a full-size Range Rover with three rows of seats. Tata Motors may premiere the P4 at the upcoming Bharat Mobility Global Expo in New Delhi.
The company’s strategy involves leveraging the EMA architecture and targeting a combined volume potential of around 1 lakh units per annum, once the entire portfolio is launched by the end of the decade.
Tata Avinya production, investment and rivals
The P1 will be produced at Tata’s Sanand plant.
The first model from the Avinya range, the P1, will be manufactured at the company’s facility in Sanand acquired from Ford India. Subsequent models may be produced at the company’s proposed facility in Tamil Nadu. However, according to sources, decisions on models beyond the P1 have not been finalised.
Various Tata Motors executives, from the company’s CFO P B Balaji to Vivek Srivatsa, chief commercial officer, Tata Passenger Electric Mobility, have stated that Avinya is a family of products and not just a single product brand. While the go-to-market strategy for the Avinya brand is still being developed, given the expected low volumes, the company is likely to use its existing dealers to sell Avinya vehicles.
An email sent to Tata Motors seeking comments did not elicit a response.
Tata Motors has announced plans to invest USD 2 billion in its EV business over the coming decade, with at least 10 EVs expected to launch by 2026. The company will launch the Harrier EV and Sierra EV in 2025 to strengthen its presence in the premium segment.
However, competition remains fierce. Tata Motors’ domestic rival, Mahindra, has created a flutter in the market with its high-tech BE 6 and XEV 9E models, built on the born-electric INGLO platform. With competitors introducing new models, the Tata Motors’ EV market share has recently dipped below 50 percent. Moreover, the company will face stiff competition from Maruti Suzuki at the entry-level as the Japanese-Indian automaker plans to introduce hatchback EVs in the coming years. Brands such as Hyundai, Mahindra, Kia, Toyota, and JSW MG Motor are also eyeing the mid-size SUV market.
Tata Motors has played a leading role in transforming the Indian passenger vehicle EV market. While experts predict EVs will account for 20 percent of the overall passenger vehicle market by the end of the decade, Tata Motors has declared that over 30 percent of its total sales will come from EVs by 2030-31. Currently, 12-15 percent of its total sales come from EVs.
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